What a website content writer does, how to become one, and what it pays.
When I was applying for jobs as an entry-level marketing analyst at the end of 2017, I thought about becoming a website content writer. It seemed like a good fit — writing is my favorite job, and SEO is something I’ve always wanted to learn. But when I got to the job listing for the role, I saw that the responsibilities included “writing compelling product descriptions,” “creating informative product content,” “writing and editing marketing copy,” “marketing agencies and in-house advertising departments,” “researching industry topics,” “generating content ideas,” “proofreading before publication,” “educating, entertaining, or engaging audiences,” “blog posts,” and “guides” and “social media content.” And then there were the skills and requirements: “deadline-driven; adopt the voice of a particular industry; make writing as visual as possible; search engine queries plus good reading comprehension; project management software (Trello, Basecamp); communication platform (Slack); file-sharing (Dropbox, SharePoint); CMS platforms for uploading content; Google Docs, Microsoft Word.”
It didn’t look like a very good fit. I realized that if I wanted to be a content writer, I’d need to figure out what exactly that meant. So here’s what I learned:
What Does a Website Content Writer Do?
A website content writer writes stuff for websites. That includes blog posts, guides, social media content, product pages, and other kinds of things. A content writer may also write ads, emails, or press releases.
There are two main specialization tracks within the broader category of “website content writer.” One track is SEO writers, who focus on making sure their content follows SEO guidelines, so that it will get picked up by search engines and thus increase the site’s ranking. The other is technical content writers, who write complex articles about technology, but tailor their content to suit the needs of different social media channels.
Beyond writing ability, a website content writer needs several other skills and tools of knowledge. They have to be deadline-driven, since they’re usually writing under tight time constraints. They need to adopt the voice of a particular industry, whether that means using jargon specific to that industry, or simply being aware of what terms are commonly used. They also need to make their writing as visual as possible, which means avoiding long paragraphs and instead breaking things into short chunks with bullet points, headings, and images. They’ll probably also need to know how to do search engine queries, as well as have good reading comprehension.
They’ll need to use project management software, like Trello or Basecamp, to keep track of deadlines and other tasks. They’ll probably need to use a communication platform like Slack to communicate with their team members. They’ll need to use file-sharing services like Dropbox or SharePoint to share documents. They’ll need to know how to upload content to a CMS platform, and they’ll probably need to be familiar with Google Docs or Microsoft Word.
In addition to all of these, they’ll probably need some education and experience. Most employers require a bachelor’s degree, though this can vary depending on the company. Mid-level or more complex-project roles typically require three or more years of experience.
If you want to become a website content writer, you should also consider your salary expectations. According to a staffing company, the median salary for a website content writer in the United States is $69,510 per year.
Finally, you should consider the work arrangements available to website content writers. Some companies hire them full-time, while others hire them part-time. Freelancers are also common, handling short-term contracts. Temporary content writer roles are often a stepping stone to corporate roles, startups, or freelancing.
Content Writer vs. Conversion-Focused Writing Roles
One key distinction between content writer roles and conversion-focused writing roles is the metrics used to evaluate success. Content writers are evaluated based on page views, SEO rankings, and similar measures, while conversion-focused writers are evaluated based on click-through rate (CTR), return on ad spend (ROAS), and lead generation. If you’re looking for a career path that involves CTR, ROAS, or lead generation, you should avoid “Content Writer” roles and instead look for roles with those KPIs.